www.smallcellforum.

org

Small Cell Services and the Mobile Application Developer Community

Andy Germano - Vice Chairman, Small Cell Forum Chair, Services Working Group

andy@smallcellforum.org www.smallcellforum.org
Small Cell Forum Ltd 2012

Agenda: What are Small Cell Services & Why are they important? Some Examples Consumer Research Results Small Cell Services Forum Industry Update Recent & New News Technically Speaking Summary

Small Cell Forum Ltd 2012

Why Small Cell Services?

5 Bar Indoor Coverage

An Applica*on Sweet Spot

Femto Loca*on Awareness

High Speed Low Cost Data & Voice

Small Cell Services: Some Examples

Home Reminders

Intelligent Home

Femto Forum Ltd. 2011

Social Networking

Femto Forum Ltd. 2011

Location Based Services

Femto Forum Ltd. 2011

Mobile Advertising

Femto Forum Ltd. 2011

Shopping 2.0

 Small Cell Forum Ltd 2012

Consumer Research
Lets look at the data

6 Countries 2,000+ Global Consumers

Femto Forum Ltd. 2011

Q4080. "In addi@on to providing improved coverage, femtocells can also enable a number of new features. How appealing to you are the following?" (Among all Broadband HHs with Mobile Phone)

Appeal of New Femtocell Features (Q3/10)

% Finding Feature Very Appealing (o.e., ratomg 6-7 on a 7-pt. scale)

80% 60% 70% 60% 50% 27% 26% 19% 31% 40% 30% 20% 10% 0% Family Locator 28% 23% 18% 33%

US

UK

Germany

Spain

China

Japan

53%

52%

56%

43%

39%

39%

24% 19% 19% 27%

24% 23% 22% 27%

27% 26% 22% 27%

26% 25% 21% 25%

22% 17% 21% 25%

13%

12%

21% 19% 19% 24% 9% Music Sync 11%

11%

Cellphone Remote Control

9%

Home Family Alerts Virtual Home Photo Sync Reminders Number

9%

11%

Contact / Calendar Sync

37%

Q4085. "Of the following features, which are the most appealing? " (Among all Broadband HHs with Mobile Phone, Interested in at least two features)

Most Appealing Femtocell Feature (Q3/10)

Home Reminders Cellphone Remote Control Photo Sync Virtual Home Number

100% 90% % Finding Feature Most Appealing 80% 70% 60% 50% 40% 30% 20% 10% 0% US 19% 20% 12% 6% 8% 6% 22% 6%

Family Locator Contact / Calendar Sync Music Sync Family Alerts 7% 23% 7% 7% 15% 28% 10% 14% 5% 7% 8% 18% 28% 17% Spain China 23% Japan 5% 13% 3% 4% 13% 11% 11% 18%

11% 13% 12% 7% 11% 8% 24%

10% 11% 12% 13% 9% 9% 24%

15% UK

12% Germany

Q4090-4092. "How likely are you to purchase your top-ranked service at these price points?" (Among Femtocell Fans Ranking Specified Service As Their Most Desired Service)
High Price 60%
51%

Price Sensitivity of New Femtocell Services

% Finding Feature V ery Appealing at Specified Price Point (i.e., rating 6-7 on a 7-pt. scale)

Consumer Willingness to Pay

Medium Price Low Price
4.99/2.99/0.99 4.99/2.99/0.99

$4.99/2.99/0.99

4.99/2.99/0.99 RMB 10/5/2

Yen 499/299/99

50% 41% 40% 30%

20%

47%
38%

47%

35%

38% 32%

41%
31%

38% 25%
17%

32%

35%

32% 26% 22% 15%

17%

25%

22% 13%

12%

10%
0%

5 / 3 / 1

Q4090-4092. "How likely are you to purchase your top-ranked service at these price points?" (Among Femtocell Fans Ranking Specied Service As Their Most Desired Service)
$4.99/2.99/0.99

Price Sensi*vity of New Femtocell Services

4.99/2.99/0.99 RMB 10/5/2 Yen 499/299/99

% Finding Feature Appealing at Specied Price Point (i.e., ra*ng 5-7 on a 7-pt. scale)

4.99/2.99/0.99 4.99/2.99/0.99

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

98% High Medium Low 59% 48% 34% 59% 77% 60% 90% 78% 65% 91% 83%

Cellphone Remote Control

Family Alerts

Family Locator

Virtual Home Number

 60% of consumers find femtocells either very or extremely appealing

The Small Cell Apps Opportunity

72% of consumers who found femtocells appealing were very interested in at least one advanced femtocell service and half of these were willing to pay $4.99/month for their single favourite service or $9.99/month for a bundle of their favourite three What needs to be done to enable this huge opportunity for operators and consumers? Specifications Engagement with developers

Small Cell Forum Ltd 2012

How the Industry is Responding

Small Cell Apps: So Far

March 2011: Small Cell Forum published first APIs that define how to create and write new mobile applications based on small cell technologies.

Also worked with Broadband Forum who published management specs to enable operator management of small-cell APIs

Small Cell Forum Ltd 2012

22 Feb 2012: Small Cell Forum announced a cooperation agreement with the Open Mobile Alliance(OMA), an international specifications setting body, to develop open API standards for small cells on a global scale

OMA and Small Cell Forum Themes

Home

Enterprise

Metropolitan & Public

Rural

Available to any developer community independent of the development pla_orm

Expose network assets independent of the signaling protocols, network pla_orms, or access technology

Iden@fy and dene management tools for service pla_orms (e.g. FemtoZone service

Operators benet Developers benet Users benet

Everybody benets

Small Cell Apps: Developer Forum Launched at MWC

www.smallcellforum.org/developers/
Small Cell Forum Ltd 2012

CTIA 2012 Announcement

Small Cell Forum Ltd 2012

http://oneapi.aepona.com/

Small Cell Forum Ltd 2012

http://oneapi.aepona.com/resources

Small Cell Forum Ltd 2012

Small Cell Forum Launches Mobile Developer Community

Now giving wider developer community tools to start creating apps

Forum providing suite of tools and resources to help developers create mobile applica6ons that take advantage of small cells
Developer Forum APIs Application specifications Tutorials Code Samples Use cases White Papers Articles of Interest

Where will Small Cell Applications Reside?

1. 2. 3. 4. On the mobile handset On the Femto Access Point (FAP) HomeLAN In the Network Secure Gateway Application Server Internet Cloud

Internet Services Network

Internet

Connected Home Services

Operator Service Pla=orm

Small Cell Zone Services Carrier Services

The Small Cell Forum is working to dene the APIs to support these cases

Small Cell Services Architecture

Handset Application Logic Local Application Logic Cloud Application Logic Application Logic

UE

Femtocell

Application Gateway

Application Server

API Legend
Application Developer APIs Management APIs Other Network APIs

SmallCellZone Realization

SmallCell Zone Service Management Platform

Local Network

Operator Network

Zonal Presence
Application
Terminal Loca*on

Mobile Operator Network

FemtoZone Manager Femto Zone DB

1. Applica*on subscribes for Femto Zonal Presence no*ca*ons (entry / exit / femto-femto handover) 2. Applica*on receives Zonal Presence no*ca*ons with user movement 3. Applica*on interacts with user via exis*ng OneAPI services: SMS, MMS, Terminal LocaDon, Payment

*NEW* Zonal Presence

Payment

MMS

OneAPI Gateway

SMS

 Rich applications behind simple APIs 1 User walks into Small Cell Zone FemtoZone Awareness no@ca@on Enter SmallCellZone dispatched to applica@on 2 Applica@on sends SMS with link to web portal (session id correlator given in urI) 3 User clicks on SMS link to open browser to: Opt-into the program (1st interac@on) 4 Make online purchases order coee, buy movie @ckets Get informa@on about products retail stores 3rd Party View media (e.g. sports casts) coee shops Femto Cloud User data free in SmallCellZone hep / heps App
Web Portal

SOAP or RESTful

3 1

PS Access CS Access

Applica@on Gateway
Femto Awareness SMS MMS Loca*on Payment

SmallCellZone Realiza@on

Operator Network

R2 API Operational Spec Final Candidates

Priority 1: Presence (UE OS dependent; GSM Rel10 vs. Legacy) Rich Location Radio Parameters Service Discovery Authentication Priority 2: Redirection Configuration Initialization Terminal Status Utility

Conden@al

Small Cell Forum Resources:

Applications Showcase
http://www.femtoforum.org/appCode234/applications%200809.html

Developer Community Outreach

applications@smallcellforum.org

White Papers
http://www.smallcellforum.org/femto/applications.php

Emulator Developer Events Services Video

http://www.smallcellforum.org/new_services/

Summary:
Based on consumer research: Consumers WANT Small Cell Services AND They are willing to pay New Revenue Opportunity for Mobile Operators Small Cell Forum have published Open APIs Additional API work continues Emulator Tool kit for Global Applications and Economies of Scale

Conclusions:

Small Cells address immediate needs Small Cells are here now Small Cells are growing fast Small Cells provide a unique platform for mobile services

Delivering a great mobile experience to one billion users via small cell technology

Thank you!
Andy Germano Vice Chairman, Small Cell Forum Chair, Services Working Group

andy@smallcellforum.org www.smallcellforum.org
Small Cell Forum Ltd. 2012

www.smallcellforum.org